Running Launch Titanium gives me an error 'cannot find eqgame'

[Arcadeuss]

I ran through all the installation instructions, i zipped and copied over the v52 patch files to my C:\EQ\EQFiles directory. When i double click Launch Titanium it prompts the command prompt to execute C:\WINDOWS\system32>start eqgame patchme and i get the error Windows cannot find 'eqgame'. Make sure you typed the name correctly, and then try again.

Any ideas what is going on here and how to resolve this issue?